Patients receiving a new prescription seldom read the critical warning labels such as “do not consume alcohol while taking this medication” or “for external use only.” As a result, an estimated 4 million Americans experience adverse reactions to prescription medications each year.
In a recent study, researchers from Michigan State University (MSU) used eye-tracking technology and discovered that 1 source of the labels’ ineffectiveness is the failure to capture patients’ attention. For instance, of all the study participants, only 50% looked directly at the warning labels, and 22% did not look at any. Therefore, MSU researchers believe that many adverse reactions, ranging from mild rashes and drowsiness to hospitalization and death, could be avoided if warning labels were more effective.
“Given our results, we are recommending a complete overhaul of the design and labeling of the ubiquitous amber bottles, which have seen little change since their introduction some 50 years ago,” said Laura Bix, associate professor in MSU’s School of Packaging. “Our initial recommendations would be to move all of the warnings from the colored stickers to the main, white label, which 100 percent of the participants read, or to reposition the warnings so that they can be seen from this vantage point.”
On average, more than 30% of those 65 years and older take 10 different medications daily. Therefore, the influence of this study could be especially valuable to older patients. Taking multiple medications and failing to notice and remember labels all increase the odds of adverse reactions. So, enhancing the labels’ noticeability is a key factor for remembering the warnings.
“By applying basic research on the control of attention to the design of labels, we may greatly improve their effectiveness,” said Mark Becker, assistant professor of cognition and cognitive neuroscience.
The study appears in a recent issue of PLoS ONE.
Source: Michigan State University.